My best friend very concerned about the weather, particularly the loud, rumbling thunder.
Daniel Worried About Thunder
Go to any casino. Put your money down on any game. Each one is set up with the odds against you. But there is a form of gambling allowed in every one of the 50 states where you can strategically increase your odds and obtain multiple returns on your money. Yes, you can lose money, but the more savvy you are, the more secrets you learn, the better your chances are of generating higher winnings.
The name of the game is, MARKETING.
From my earliest days in the marketing field, I often thought, “Marketing is a legal form of gambling.” You take chances with your money. You might get a little back. You might get a lot back. How do you decide which risks to take and how much to put down on the table, when to stay in…when to cut and run? Many times, when pitching for a new marketing account, I would explain this. With marketing, rest assured that you can keep throwing money at marketing, and there is never a guarantee that you will get your money back. You might get a little back, you’ll probably get some of it back, and the odds decrease on doubling, tripling, quadrupling it or more. Most importantly, there are shrewd ways of increasing your odds…there is always a chance at a jackpot.
Like in poker, the more skilled you are at reading the cards, knowing the odds, knowing where luck is required, and being able to read the other players, the better your chances of winning. The less skilled you are in marketing, the more the game is pure luck, like picking one number in roulette. Put your money on a number, and there’s a small chance you’ll hit, but the big odds are…you won’t. Take less of a gamble on red or black, and you might win, but not that much more than the amount you invested. In some cases, you can hit a massive return by being bold and reckless, but those opportunities are extremely rare.
How do you gamble with savvy, safety, style and a little bit of daring?
In roulette, you’re not bound to stick to any one number. The smarter way to play roulette is to hedge your bets by putting stacks of chips on several numbers. If any of those hit, you get several times the return. Though you hit, you lose on all the numbers which don’t hit. Play it smart, and you increase your odds of winning.
A solid marketing plan is like splitting your bets. You put x-number of dollars here, y-number there, z-number there, and leave a little to play around with.
Traditionally, there were a far smaller number of options (or marketing channels) to choose from in terms of where to spread your money. Think of a roulette wheel with fewer numbers on it, and because of that, a much higher chance of winning! The primary channels back then were: Corporate identity and branding, television, radio, Yellow Page listings and ads, magazine ads, trade journals, local print publications, trade shows, point of sale displays, environmental graphics, printed materials, direct mail, PR, your sales force, and a few others.
Now? Start fracturing almost all of those channels above into digital media. Radio alone has fractured into the traditional AM/FM broadcasts to satellite, digital radio, and streaming services, like Pandora and Apple Music. Television? Same thing… all the digital channels, streaming services, cable, satellite…
In most every case, if your prospective customer is not finding you on the internet on his or her own, they come to your site through other marketing channels, business cards, brochures, television, internet advertising, print ads, etc.
Back in the old days… 20 years ago and more, you needed a Yellow Page listing to show up on the local map (better yet, a paid ad to dominate the map). Some people in marketing these days probably don’t even know what the Yellow Pages were. These days, you have to be found, and the place where most people will find you is on the internet. If you rely on web searches to locate you, you have to put your money down on sound SEO strategies or hope that local indexes are ranking you. That’s a MUST number on the roulette wheel to hedge some of your bets. There are several of SEO strategies and SEM strategies and the algorithms, and strategies behind them are constantly changing and updating for now.
Back in the day, besides a Yellow Page listing, you could increase your slice of the marketing pie and increase your odds by rolling the dice on print collateral. As I see it, the best bet for collateral these days is to point others to a phone number or your web site. Your web site IS the modern version of print collateral. What’s fantastic about your web site is that it’s live. You can change it whenever you want without the extra cost of another print run. There are several gambles you take on your web site. Is it easy to navigate? Does it communicate a clear message? Is the message compelling enough to drive the prospective customer to respond? Change things up here and there for a month at a time, track results, look at your web site statistics and increase your odds by predicting which changes created a higher response and go back to older material if it generated a higher response.
In poker, every player has their tell. “Poker face,” is a term used for someone who has few (if any) tells. Do they touch a finger to their temple when they have a great hand? Do the corners of their mouths tighten if they have a bad hand, but choose to bluff?
How well do you know your audience? What gets them to respond? What do they think is important? What makes them feel pain if they aren’t using your product or service? What draws them to offerings by your competitors? What are the strengths you are offering? What are the weaknesses? How are you going to present yourself in the best light? What are they “telling” you when you communicate with them?
One of the most important ways to make sure you are getting maximum response is with the right message. Regardless of the media you are using, a powerful, attractive message will bring in the most response. Every channel you use involves messaging. A substantial number of channels also require visuals. Are those visuals catching the eye of the prospective customer in an appealing way?
Hopefully, you gained a few insights from this article about how critical it is to have a powerful message, how to spread it around, and that it’s important to make changes that continually improve the effect on customer response.
Feel free to ask me any questions if you’re curious and would like to delve even deeper into any aspect of marketing.
Good “luck!” Hopefully, with marketing SKILL, you won’t need it!
Kids Can LEARN To Succeed
It’s important to think about what the future has in store for our children. Today, we might be thinking about their grades. What about tomorrow? Consider the rest of their lives as they grow and reach adulthood. What will the job market be like? Will they find the right partner and start a family? What challenges are in store for them? If an unpredictable obstacle arises, will they be able to face it head on and do their best? Or will they get easily frustrated and give up?
This is life. Life has obstacles. Children can learn to face them skillfully with confidence. Achieving success can be learned. Do not underestimate how important it is for children to develop this ability.
Kids who train in martial arts, are encouraged to learn new skills… improve coordination, gain strength, enhance their reflexes… focus. When children see themselves improving, they gain confidence. They know they can set and achieve goals. They know they can overcome their own doubts.
Schools Do Not Teach The Process of Success
Schools measure success based on grades… not on improvement, not on personal accomplishment. Everyone gets anywhere from an A, down to a failing grade. Most students remain at the same level throughout their studies. “A” students often remain “A” students throughout their school life. “B” students usually maintain a “B” average, etc. Some kids improve a bit, some kids get worse. There is no dedicated system to encourage growth. Mostly schools measure the aptitude of one child’s intellectual abilities against the others. They do not measure personal advancement.
When Kids Know They Can Improve, They Gain Confidence.
What’s more important in terms of achieving success in life? Good grades or confidence?
You may assume that good grades are more important. Imagine a job interview. One job candidate had excellent grades, but lacks confidence. The other job candidate had average grades but is highly confident. The boss wants results. Who’s likely to get the job?
Kids do not learn confidence in school. There is no system teaching them to face obstacles and improve with every lesson. It’s rare to find a school teacher who can offer them a, “You can do it!” attitude.
The Process of Learnins Achievement, Focus and Self-Confidence
Let’s analyze proper kicking technique as an example. There is a method to kicking safely and effectively. Kids come in and know practically nothing about kicking. Where do they plant their foot? How does the planted foot move during the kick? How do they hold their kicking foot? Which part of the leg makes contact? How do you turn your hips into the kick? Where do you hold your hands when kicking? What’s the proper posture for your head and back? How far away do you stand?
Each child learns to fine tune every aspect of a kick. Every lesson, kids get better until they can kick properly, instinctively and with confidence. Once a child knows their kick is perfected, it’s another achievement worthy of praise and self confidence. Your child begins trusting their own ability to improve, perfect themselves, and succeed.
One Sign That A Child Will Be Successful Is If They Are Happy
When you see your child light up with pride and their instructor shouts, “Great job! You did it! I told you you would!!!” … When you see them taking joy in improving and learning that they can overcome self-doubt and obstacles… You can put your concerns about the future aside, and know your child learned how to succeed.
They will go into that job interview with a, “I will do it!” attitude. They will exude the type of confidence which attracts good people into their lives. They will meet the challenge of raising a family of their own and know they will succeed.
Do not underestimate the importance of self confidence when it comes to achieving success. Confidence is a fundamental mindset which will improve the quality of life for your children in so many ways.
Learning self confidence, learning to succeed is a process. Tiger Schulmann’s MMA teaches that process. You can see that process in action during every class.
In 1975, Gary Dahl working as an advertising executive at the time, launched the sale of the pet rock which quickly transformed him into a multi-millionaire. This enormous profit is much more impressive considering it only took him six months to achieve his multi-millionaire status and the extremely low cost of the product.
The pet rock sold for $3.95 and estimates state Dahl sold over 5 million of his pet rocks in a six month period. Even more, each pet rock was purchased for a few pennies and Dahl estimated that the packaging and accompanying manual cost him under 30 cents per rock in bulk to produce. Therefore, assuming incidentals and delivery cost Dahl another 65 cents per rock, then Dahl was profiting 3 dollars per rock. With these totals Dahl earned over 15 million dollars during a six month period in 1975 which would be estimated at $56,166,419.02 today.
Dahl’s somewhat innovative marketing involved commonplace gray pebbles, purchased from a construction supplier, which were then sold to the public as live pets. The idea Dahl stated, was inspired by the hassle, mess, and money that pets such as dogs, cats and fish require.
Dahl began by creating the company called “Rock Bottom Productions.” He imported the rocks from Rosarito Beach in Baja, California, Mexico. Packaging for the rock included a “Pet Training Manual” and a card board box, designed like a pet carrier. The pet training manual contained instructions on how to properly care for one’s pet, including how to house train a pet rock by placing it on a piece of newspaper and other commands including sit, stay, roll over, play dead, and come.
Part of Dahl’s marketing strategy was to state that pet rocks give us more pleasure than we know. He convinced the consumer that these pet rocks support this argument through their very existence, and clearly display that it is not an actual item that brings joy to the child in the human mind, but merely the idea of the item. The pet sits in a niche in the mind, created by the power of the owners’ imaginations. It is in the actual exercise of the mind that such pleasure is found.
It is quite a valid point that finding such productive and effective uses of recreation time can be more preventative and beneficial to the health of our minds than even the most advanced psychological treatments. People who purchased these unusual “pets” often gave them names, talked to them, petted them, and attempted to teach them to perform simple “tricks”.
THE MULTI-MILLION DOLLAR MARKETING IDEA
How do you take a 1-cent rock and sell it for roughly $4.00? It’s all in the packaging and accompanying marketing materials and strategies… A box to call home (with air holes, of course), a manual on taking care of your new pet… and brilliant use of the media and marketing strategies. Dahl’s idea was simple, effective and highly successful similar to other fads such as the Hula Hoop and Cabbage Patch Kids. With the pet rocks resurgence comes inspiration to create the next multi-million dollar opportunity. As indicated by Dahl all that is needed is a good idea, a thorough plan, hard work, and good marketing!